We R Interactive claims it will develop a much higher-quality gaming experience, bringing together the film and games industries "to develop products the likes of which we have never been seen before".

"[We R Interactive] will be one of the first companies to successfully combine online gaming with high-quality broadcast content," said Hazlitt. "They are crossing the divide between the worlds of high-quality video content and massive multi-layer online games."

The company has been founded by David Rose, a former senior executive at Eidos and PlayStation with gaming credits including Championship Manager and Hitman, the ex-ITV executive Oli Madgett and the Ingenious Media non-executive director Richard Dale.

In addition, We R Interactive has attracted the backing, and investment, of Hazlitt, Fellner and Mead, the co-founder of one of London's most respected ad agencies, Abbott Mead Vickers BBDO. It is not known what the size stake each of the three have taken in We R Interactive.

Fellner said that the first project would be "genre defining". "I believe We R are in the best position to deliver a ground-breaking fusion of online video game and narrative story-telling," he added.

"This is branded content, but not as you know it ... It is where the game and film industries collide," said Rose. "We are backed by some of the most influential people in media and finance and our management team is recognised as leaders in their fields."

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